The $9 Hardcover

[Christopher Valen]

I wonder if there was any talk among authors at Boucheron (or anywhere else for that matter) about Walmart's recent decision to launch an online price war with Amazon and the nation's book retailers by pricing the latest hardcovers by Dean Koontz, Stephen King and others for $9. If Walmart is able to sell hardcovers at a loss, they could drive Barnes & Noble, Borders and other retailers out of business, just like they did to many local merchants years ago. Walmart's decision could have a profound impact on authors and publishers nationwide.

[B.R.Stateham]

The big question is this; how is a Barnes&Noble or Borders going to handle this new wrinkle? This direct competition to them and they will have to respond in some way.

[Benjamin Sobieck]

The short answer: nothing unless they lower prices, too.

Wal-Mart is its own worst enemy. The company suffers on many intangible levels, many of which are obscured during right now due to the recession. Things like customer service, shopping experience and perception of quality don't matter much compared to the price at the cash register when consumers' wallets are hurting.

Book consumers will move away from Wal-Mart once the economy picks up regardless of how much its books are discounted. Would I want to go to Wal-Mart, or order from them online, if I had the option to buy the same thing at real bookstore for $3 more? No, because Wal-Mart has messed up orders in the past and isn't as pleasant as a stroll in an actual bookstore.

[Christopher Valen]

In an added twist to this discussion, Scribner just announced that the digital edition of Stephen King's 1,000 plus novel, "Under the Dome", would not be released until December 24th, a month after the hardcover is released. And the e-book will also have a $35 price tag. Apparently, Scribner is trying to prevent cheaper digital editions from undercutting hardcover sales.

[I. J. Parker]

Well, somebody learned something here. Maybe in the future publishers will also put a stop to library sales until a book's been out a month.

[Christopher Valen]

It will be interesting to see if other publishers follow Scribner's lead, I.J., or if this is just a one shot deal for King's book.

[B.R.Stateham]

Who in hell would pay $35 for an e-book? Even if it Stephen King?

[Christopher Valen]

I certainly wouldn't pay $35 for an e-book or a hardcover for that matter, B.R. But remember that great P.T. Barnum quote, "There's a sucker born every minute." Apparently, that's what the marketing geniuses at Scribner are banking on.

[B.R.Stateham]

Well. . . if they're wrong they'll play hell backtracking and trying to recoup their losses.

[I. J. Parker]

Now we just need to do a sucker profile and simply direct all of our future writing efforts toward that person.

[Christopher Valen]

Well, if any of those suckers are paying attention, they can buy King's tome for $8.99 online at Target or $9.00 online at Walmart.

[Benjamin Sobieck]

The Sucker Profile

1) Wearing Zubas on the promise they are "making a comeback real soon"

2) Rushing out to buy Windows 7 before "they're all sold out"

3) Owning this product

Go get 'em, IJ.

[I. J. Parker]

Oh, my God. Are you sure they read?